Pop Tartshttp://www.adweek.com/taxonomy/term/16959/all
enMiley's Moves Seduce 10 Million Viewers for the VMAs, Up 47 Percent in the Demohttp://www.adweek.com/news/television/mileys-moves-seduce-10-million-viewers-vmas-47-percent-demo-152044
Sam Thielman<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/miley-cyrus-vmas-hed-2013.jpg"> <p>
Sneer all you want at Miley&#39;s crotch-thrusting antics with Robin Thicke (for the four of you who weren&#39;t watching, see the entire <a href="https://www.popaganda.com/gallery" target="_blank">Ron English</a>-ish fever dream below)&mdash;the VMA&#39;s were outrageous enough to nab 10.1 million total viewers and a 7.8 rating among people 12-34 (the network&#39;s target demo). It&#39;s especially good news considering the heavily sponsored program&#39;s <a href="http://www.hollywoodreporter.com/live-feed/mtv-video-music-awards-vmas-ratings-2012-368480" target="_blank">dismal performance in 2012</a>, though it has a ways to go before it reaches the record-breaking heights of the year before.</p>
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MTV also broke a social media record while they were at it&mdash;during the Cyrus/Thicke performance, Twitter clocked 306,000 Miley/Robin-related tweets per minute, passing the previous Twittered TV record holder, Beyonc&eacute; Knowles, for her half-time show at the Super Bowl. It&#39;s not exactly against Twitter&#39;s interests to publicize those figures, of course. The microblogging service inked a hefty partnership with MTV to use its Amplify promotion tool, so if you were seeing a whole lot of twerking tweets in your feed, it wasn&#39;t necessarily because all your friends were watching the VMAs.</p>
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Researchers <a href="http://www.mediapost.com/publications/article/196237/twitter-buzz-tied-to-tv-ratings.html#axzz2d6wb6TJp" target="_blank">tied TV viewership to social media</a> earlier this summer; this kind of ratings win would seem to bear that data out.</p>
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It&#39;s a big win for the network and its heavily branded programming, helped in part, no doubt, by internecine sniping between MTV head Van Toffler and Comedy Central host Stephen Colbert, who <a href="http://www.adweek.com/news/television/colbert-skewers-guest-stealing-vmas-and-mtvs-van-toffler-sponsored-segment-151740" target="_blank">extravagantly mocked Toffler on his show</a> for stealing Colbert&#39;s guest&mdash;Daft Punk, who were set to make a &quot;secret&quot; guest appearance on the VMAs, which Colbert told the world in <a href="http://www.colbertnation.com/the-colbert-report-videos/428372/august-06-2013/stephest-colbchella--013---daft-punk-d" target="_blank">a segment that went viral</a> the next day.</p>
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But perhaps the most important record broken by the VMAs this year was the network&#39;s accomplishment on the advertising front. It topped itself in <a href="http://www.billboard.com/biz/articles/news/branding/5672485/mtv-vmas-set-sponsorship-record-despite-2012-ratings-slump" target="_blank">ad partnerships</a>, with Pepsi, Wrigley, Degree, Cover Girl, Microsoft, Pop Tarts, Time Warner Cable, Taco Bell and more sponsoring the awards ceremony itself and preshow performances. It&#39;s a show that helps move a lot of ad dollars for Viacom, which has become <a href="http://www.adweek.com/news/television/you-endure-more-commercials-when-watching-cable-networks-150575" target="_blank">a low-quality environment </a>for traditional spots but a major proponent of integrations and product placement over the past few years.</p>
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Get More: <a href="http://www.mtv.com/ontv/vma/" style="color:#439CD8;" target="_blank">2013 VMA</a>, <a href="http://www.mtv.com/artists/" style="color:#439CD8;" target="_blank">Artists.MTV</a>, <a href="http://www.mtv.com/music/" style="color:#439CD8;" target="_blank">Music</a>, <a href="http://www.mtv.com/artists/miley-cyrus/" style="color:#439CD8;" target="_blank">Miley Cyrus</a></p>
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TelevisionCover GirlDegreeMicrosoftMiley CyrusMTVSam ThielmanPop TartsRobin ThickeTaco BellTwitterVan TofflerViacomVMAsWrigleyMon, 26 Aug 2013 21:08:31 +0000152044 at http://www.adweek.com